Alexandra Begue At SAP Research & Innovation On Building SAP’s Customer Incubation Engine

What does it take to build innovation before it even exists?

In this episode of Discover Dialogues, we’re joined by Alexandra Begue, Founder & Team Lead of Global Customer Incubation at SAP’s Research & Innovation CTO Office. With a background that spans media, entrepreneurship, and enterprise technology, Alexandra offers a rare perspective on what it means to lead innovation when there’s no product, no slides, and no clear roadmap—just a vision.

In this conversation, hosted by Nikhil Sonawane, we dive into the engine behind SAP’s future-facing solutions—Customer Incubation. Alexandra shares how her team co-creates early-stage prototypes with Fortune 500 clients, explores cutting-edge technologies like AI, robotics, and physical AI, and builds trust when uncertainty is at its peak.

From building autonomous drone startups in Japan to launching an SAP healthcare venture focused on accelerating cancer research, Alexandra’s journey is filled with lessons on resilience, risk-taking, and human-centered tech. She now leads a global effort inside SAP to help customers understand, explore, and scale AI-powered solutions that align with their needs.

What You’ll Learn in This Episode:
• Why most enterprise AI projects struggle—and what to do about it
• How Alexandra founded the AI Customer Incubation Council at SAP
• The truth about legacy systems vs. change resistance
• How behavioral science and neuroscience can help build trust in innovation
• What ethical AI really looks like in enterprise environments
• Why customer co-creation is the future of B2B product development
• Real-world examples of AI used to empower, not replace, human workers

Timestamp:
00:00 Introduction
02:24 The Journey So Far
13:30 Scaling Innovation, Trust, and AI Adoption
28:16 Leading with Purpose
37:07 Rapid Fire

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This is more than a podcast. It’s a masterclass in how to scale innovation with empathy, purpose, and practical frameworks.

About Alexandra Begue:
Alexandra Begue is the Founder and Team Lead of Global Customer Incubation at SAP’s Research & Innovation CTO Office. With a background that spans media, startups, and enterprise innovation, Alexandra specializes in helping global customers turn early-stage ideas into scalable, AI-driven solutions.

She has led SAP’s efforts in co-innovation, launching initiatives like the AI Incubation Customer Council, and is currently pursuing a doctorate in business administration focused on neuroscience and behavioral science in innovation leadership. Known for her human-first approach to technology, Alexandra is passionate about building trust in innovation, empowering changemakers, and driving ethical, customer-centric transformation at scale.

About Discover Dialogues:
Discover Dialogues is a thought leadership podcast where we bring in industry experts, innovators, and thought leaders to discuss the future of technology, business strategy, and digital transformation. From AI and cybersecurity to product leadership and identity management, our guests share their knowledge and experiences to help you stay ahead in the digital era.

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